The sheer audacity of ITZY’s uneven Gold has (sort of) won me over, but when their newest album was released most fans were more focused on its b-sides. I didn’t find many of these b-sides all that engaging myself. However, Imaginary Friend immediately stood out as a highlight. JYP seems to think so too, as it’s being promoted as a follow-up single with a new music video released today.

Imaginary Friend flips expectations for ITZY’s music, abandoning the brash charisma that often drives their singles for a softer, more melodic approach. Given the context of 2024’s beige musical trends, “softer” shouldn’t be a compliment, but Imaginary Friend supports its easy-listening vibes with compelling melodies and a hearty arrangement. Its chorus is especially beautiful. The lyrics are a little odd at first since most people associate the idea of an “imaginary friend” with little children, but that childlike conceit forms the song’s central concept and compliments the wistful production.

Speaking of production, Imaginary Friend‘s arrangement deserves major praise. ITZY’s vocals have never sounded more gorgeous, layered to perfection on the pre-chorus and chorus. Ornate instrumental flourishes deepen the sound, giving the track real weight. And at nearly three and a half minutes, Imaginary Friend takes time to luxuriate in its strengths. Little touches like the instrumental break before verse two would have been cut from most songs in this day and age, but their presence here gives the structure a sense of story and gravitas. I’d love to hear a whole album modeled on this approach.

Hooks 9
 Production 9
 Longevity 8
 Bias 9
 RATING 8.75

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